Morrisons vows to beat rivals on price across 500 everyday products as it battles debt pile

See more This is Money on Google - save us as a Preferred Source Updated: 06:49 EDT, 24 August 2026 Morrisons has launched a new price pledge across more than 500 everyday products. The chain's new 'unbeatable prices' commitment promises that the products covered will cost the same or less than at Aldi, Asda, Lidl, Sainsbury’s and Tesco. The price pledge at Morrisons covers products like bananas, tomatoes, carrots, bread, butter and chicken fillets. It also covers certain fresh products sold via Morrisons' Market Street counters, including its bakeries and fishmongers. Cod prepared at fishmonger counters in Morrisons stores will be price-matched, as will extra mature cheddar cheese cut to size at the chain's deli counters and the chain's doughnuts made in-store. The initiative marks an expansion of the supermarket’s focus on price after it launched a price-match scheme against hundreds of Aldi and Lidl products two years ago. Price pledge: Morrisons has launched a new price pledge across more than 500 everyday productsThe 'unbeatable prices' commitment is available in Morrisons supermarkets, online and click & collect. But the price pledge will not be available in Morrisons Daily shops, via Morrisons on Amazon or Deliveroo or third party partners. Promotions, multibuys and loyalty prices are also excluded from the guarantee, as well as in-store only promotions. The embattled supermarket's latest price push comes as Morrisons battles to regain momentum in the competitive grocery market. Morrisons' debt pile reached £7.52billion last year as it attempts a major overhaul to strengthen its bottom line and appeal to more shoppers. Earlier this year, Lidl ousted Morrisons as Britain's fifth-largest supermarket chain, showing just how far the once widely loved retailer has fallen. The business has been axeing staff as part of its cost-cutting drive. Morrisons’ workforce fell by nearly 5,000 employees during its last financial year, with its average headcount dropping from 101,144 to 96,232 as it pushed ahead with restructuring and efficiency measures.Despite the reduction, full-year revenue rose 3.2 per cent to £15.8billion and like-for-like sales increased 2.8 per cent, while Morrisons delivered £233million of savings during the year.It expects to exceed its £1billion cost-saving target by the end of its 2025-26 financial year. Alex Paver, customer and marketing director at Morrisons, said: 'Customers shouldn’t have to choose between great prices and great quality - and at Morrisons, they don’t have to. 'Our Unbeatable price commitment means customers can trust that the prices on these products simply won’t be beaten by Asda, Tesco, Sainsbury’s, Aldi or Lidl. 'And uniquely at Morrisons, that unbeatable value comes alongside the quality, freshness and expert service we’re famous for - from bread baked fresh in store to food prepared by our skilled Market Street colleagues. 'It’s a simple promise, exceptional quality, at unbeatable prices, giving customers more reasons to shop at Morrisons.'DIY INVESTING PLATFORMSAJ BellAJ BellEasy investing and ready-made portfoliosHargreaves LansdownHargreaves LansdownFree fund dealing and investment ideasinteractive investorinteractive investorFlat-fee investing from £4.99 per monthFreetradeFreetradeInvesting Isa now free on basic planTrading 212Trading 212Free share dealing and no account feeAffiliate links: If you take out a product This is Money may earn a commission. These deals are chosen by our editorial team, as we think they are worth highlighting. This does not affect our editorial independence.Compare the best investing account for you